Connected TV Campaign Reaches Homeowners
Marketing a Financial Product to Homeowners
ThomasARTS was looking to drive users to sign up for a Home Equity Line of Credit for their client, Zions Bank. In an awareness campaign, ThomasARTS worked with StackAdapt to gain incremental reach by retargeting from connected TV (CTV) ads. Zions Bank effectively targeted homeowners, leading to a 0.15% CTR and 90% viewability throughout the campaign.
Solutions Used
Tactics to Drive Home Equity Line of Credit Sign-Ups
To achieve their goals for the campaign, ThomasARTS leveraged CTV, video, and display channels in their prospecting and retargeting efforts. To reach the right audience they leveraged several tactics, including:
Connected TV
Worked with StackAdapt to build custom deals to access local news stations in Idaho and Utah ahead of the campaign.
Video
Browsed audience catalogs and selected segments that fit the market, targeting users who were homeowners.
Retargeting
Tracked users who completed a CTV or video ad, as well as users who clicked on a display ad, and retarged those users.
ThomasARTS Campaign Drives Over 700K Impressions
Within a short campaign flight duration, they increased incremental reach for Zions Bank’s Home Equity Line of Credit product by over 50,000 users through CTV. They sustained awareness through video while maintaining a low CPCV, and drove qualified users into the lower funnel to be retargeted through display advertising tactics.
Clicks
21,197
CTR
0.15%
Unique Impressions
727,570
Viewability
90%
Cash Meyerhoffer
Media Director
ThomasARTS
